"In a December exchange flagged by outlets including WatcherGuru, Musk responded to an X user who argued that the platform should "crank creator payouts way way way way up" and "maybe even more than YouTube" by replying, "Ok, let's do it," and looping in X head of product Nikita Bier. That short reply carried an important qualifier. Musk added that the platform would have to "rigorously" enforce rules against "gaming of the system," a pointed reference to the engagement‑driven ad‑share program that has previously incentivized clickbait and reply‑bait threads."
"When Jimmy Donaldson decided in early 2024 to upload an existing YouTube hit, "$1 vs $100,000,000 Car!," directly to X, he did it as a test: "I was curious how much ad revenue a video on X would make." After about a week, he shared a screenshot showing roughly 156 million impressions, more than 5 million engagements and $263,655 in ad revenue."
Elon Musk signaled support for significantly increasing X creator payouts and looped in product head Nikita Bier after a user urged payouts exceed YouTube's. Musk emphasized any higher payouts must come with rigorous enforcement against "gaming of the system," pointing to problems caused by an engagement‑driven ad‑share program that incentivized clickbait and reply‑bait. Musk acknowledged X is "underpaying and not allocating payment accurately enough" and said "YouTube does a much better job." High‑profile tests showed large impressions and ad revenue on X, though some earnings were amplified by advertiser behavior and not representative.
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